The RFM Workbook Development Operations Teams Have Been Waiting For
5 WAYS TO USE RFM SCORES IN FUNDRAISING: From Engagement to Planned Giving
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Does This Sound Familiar?
You know your data holds answers. But finding them — and sharing them in a way that actually drives action across your shop — is harder than it should be.
Development operations teams at colleges and nonprofits are constantly asked to do more with less. You’re managing limited staff, limited time, and a database full of donor data that could be working much harder for your organization.
If you’ve ever wondered:
- Who are our best upcoming major gifts prospects — right now?
- Which donors are signaling that they are ready to make a planned gift?
- Are we soliciting our annual giving donors at the right time and through the right channels?
- How do we identify our most engaged constituents before they give?
- What are our members telling us about their readiness to give?
…this book was written for you.
Whether You’re New to RFM or Ready to Go Deeper, This Workbook Meets You Where You Are
Inside the Book, You’ll Learn How To:
✅ Score your entire constituency using Recency, Frequency, and Monetary Value — in Excel, Power BI, or Python
✅ Surface major gifts prospects hiding in your annual giving pool
✅ Identify planned giving signals before a donor’s first planned gift
✅ Segment annual giving appeals by channel, campaign, and time of year
✅ Apply RFM to engagement data — events, newsletters, LinkedIn, and volunteer activity
✅ Identify your best membership prospects and know when they’re ready to give
✅ Use copy-and-paste code to implement every exercise in your own tools
✅ Build a prospect scorecard that brings all five RFM scores together in one view
No Ph.D. required. No vendor dependency. No putting your data online. Just practical, tested methods your team can use right away.
This Book Is for You If You Are a…
🎯 Data Analyst or Fundraising Analyst in a college or university advancement office
🎯 Development Operations Manager or Director
🎯 Prospect Researcher or Prospect Manager
🎯 Annual Giving, Major Gifts, or Planned Giving professional who wants to work smarter with data
🎯 Database Administrator ready to put your data to strategic use
🎯 Consultant or advancement leader building out your shop’s analytics capacity
If you’ve ever been the person who makes smarter fundraising possible from behind the scenes — this book will give you more powerful tools to do exactly that.
Paste the Formulas & Code Without the Retyping
Exercises in this workbook includes formulas and DAX expressions — some spanning many lines of code. To make implementation as straightforward as possible, the complete set of formulas and code from every exercise is available for purchase separately in an easy copy-and-paste format.
About Marianne M. Pelletier
Marianne Pelletier has over 35 years of experience in fundraising, with deep expertise in prospect research, donor modeling, and data mining. She is Managing Director of Staupell Analytics Group and one of the early adopters of data-driven techniques in the advancement profession.
Her prospect research and analytics career includes analyst and department head roles at Harvard University, Lesley University, Carnegie Mellon University, and Cornell University. She has also led annual giving programs and provided software consulting to development offices across the country.
A recipient of a lifetime achievement award from the New England Development Research Association and a Woman of the Year designation from the National Association of Professional Women, Marianne teaches and coaches development professionals through Staupell’s courses, Water Cooler Chats, and the annual FIT Conference.
This book is Volume II of the Staupell Workbook Series. Her first workbook, Building Your Analytics Shop: A Workbook for Nonprofits, is available on Amazon.
Marianne holds a BA from Rockford University and an MBA from Southern New Hampshire University.